Tag: mobile advertising

The latest report from Millennial Media has revealed that this industry is a powerful smartphone ad user.

Millennial Media has now released its most recent SMART report, which seeks to offer a deeper look at the restaurant industry, and in this edition, it has indicated that mobile marketing plays an important role among restaurants.

The report has provided considerable insight into the use of these smartphone friendly ads by these businesses.

Among the mobile marketing statistics that were provided in the report was one that indicated that 80 percent of restaurant campaigns targeting smartphone users includes a page or site that features a store locator. This is extremely notable, because when Millennial Media compared that figure to the average of all total campaigns over its platform, businesses as a whole were using that feature only 15 percent of the time.

The ad network also determined that restaurants have more searchable mobile marketing campaigns than the average.

What it found was that among the mobile marketing campaigns of restaurants, 70 percent allowed consumers to search their site from their smartphones. The average among all of the platform users, was much lower, at 24 percent.

The primary goal for restaurant mobile marketing campaigns – that is, in 80 percent of cases – was to boost foot traffic to their locations. The MM platform overall saw the same goal for their campaigns in only 9 percent of businesses.

In the first quarter of this year, the leading spending vertical was Telecom, and this experienced a year over year increase in spending by 102 percent. The next three leading verticals after Telecom were Entertainment, Finance, and Retail.

The mobile marketing and commerce report showed that when all was said and done, there were eight different verticals that experienced growth in their spending that was 100 percent or greater when compared to the same time in 2012. The leader was Sports, which saw growth in its spending by 600 percent, compared to Q1 2012.

The three leading mobile marketing campaign goals for brands and marketers, said the SMART report, were “Sustained In-Market Presence,” followed by “Driving Site/Mobile Traffic,” and finally “Driving Registrations.”

M&C Saatchi Mobile has just released a whitepaper to present this concept in greater detail.

A white paper has just been presented by M&C Saatchi Mobile that detailed the tremendous promise that mobile marketing holds in Africa.

The report indicated that the smartphone channel is central to advertising in the continent.

The report showed that Africa is proving to be a very promising emerging region for mobile marketing, driven by affordable smartphones and strong economic growth. This report is only the first in a series that the company intends to release regarding various global regions and the part that smartphones play in the relevance of the advertising there. Many businesses and brands are now functioning under the impression that the best way to reach consumers in Africa is by way of this channel.

This whitepaper has also shown that mobile marketing will play a vital role in the continued development of the region.

It illustrated the way the continent was able to leapfrog over the fixed line telecommunications stage that was traditionally used as a stepping stone upward toward the latest, which is the mobile marketing world of today. Africa has moved straight to the cellular services domain instead of stopping and waiting at telecommunications, first.

According to M&C Saatchi Mobile, the new primary means by way African consumers access the internet is over their smartphones. At the moment, there are 84 million internet enabled devices that are already owned and are being used. This makes the channel a very promising one for mobile marketing and reaching consumers very quickly and directly.

According to the company’s global CEO, James Hilton, “Contrary to popular thinking, Africa is not an under-developed region – it’s the second largest and fastest-growing mobile phone market in the world after China.” He went on to say in the statement that he gave about the mobile marketing report, that “The large numbers of African mobile consumers with web-connected smartphones using their device to surf the internet or download apps shows that the assumption that mobile services in Africa are only about SMS and low-end handsets is seriously out of date.”